Look Print’s Series – 101 Marketing Ideas for Advertising with ‘BIG’ prints!
Look Print is pleased to bring you regular interesting facts and examples to make your marketing even more successful. Let us show you the world of large format advertising and its amazing possibilities. Today’s issue is focused on…
Increasing your Outdoor Advertising Success (3rd & final part)
Don't forget tactical considerations!
Time is a crucial factor for your outdoor advertising. It is important to consider the amount of time required for a viewer to fully perceive an outdoor message. The actual viewing time for a specific outdoor unit will vary by location and media format. A subway station poster design might contain a complex message, since viewers may have several minutes to reflect on the message while they wait for or ride on a train. Mobile advertisements should generally use fewer design elements than stationary outdoor units.
Another important aspect is distance. The impact that an outdoor unit will produce is relative to the distance from where it is viewed. A transit shelter display, when positioned curbside and in close proximity to vehicular traffic and pedestrians, can have the same impact as a bulletin.
Although many outdoor panels have a horizontal format, some displays are vertical. The physical orientation of an outdoor unit will significantly affect the placement of design elements such as product identity and the headline. Orientation will also affect the overall balance of a design. It is important to remember that geography, demography and the orientation of a display are all necessary considerations when designing for the outdoor medium.
Do the AdView test!
AdView is an easy and economical method of pre-testing outdoor creative designs. Using the Adview guide, accurate outdoor viewing distances are simulated so that the readability of an advertising message may be evaluated and altered, if necessary, before final production commences.
Consider these important outdoor design guidelines when using the AdView guide:
- Are the fonts easy to read?
- Is the letter size large enough?
- Does the spacing between the letters, words and lines aid legibility?
- Do the colours properly convey a high contrast of value and hue?
A standard colour wheel clearly illustrates the importance of contrast in hue and value. Opposite colours on the wheel are complementary. An example is red and green. They represent a good contrast in hue, but their values are similar. It is difficult for the cones and rods of the human eye to process the wavelength variations associated with complementary colours. Therefore, a quivering or optical distortion is sometimes detected when two complementary colours are used in tandem.
Adjacent colours, such as blue and green, make especially poor combinations since their contrast is similar in both hue and value. As a result, adjacent colours create contrast that is hard to discern.
Use the "Recency-Factor"!
Outdoor advertising is a frequency medium that provides multiple exposures to a message throughout the full duration of a campaign period. Recency is an important factor. Defined in the book, When Ads Work by John Philip Jones, recency reminds people who are already in the marketplace that a brand, store or service is a good choice.
Consistent and repeated exposure to an outdoor message over an extended period of time will maintain high levels of advertising awareness and recall. To avoid memory decline, multiple design executions for a campaign can be implemented simultaneously or introduced at appropriate intervals during the campaign period.
We hope you enjoyed our little series about successful outdoor advertising!
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